Southwest’s PR team taps social media after flight skids off runway

People flocked to the airline’s Facebook page to show their support. UPDATE: Southwest’s social media manager talked to PR Daily about the company’s use of social media in a crisis. Read the story here.

Southwest Airlines’ crisis PR team is working overtime.

Today they are responding to media calls and posting on social media outlets about a flight that skidded off the runway at Chicago’s Midway Airport and into a patch of mud. No injuries were reported in the incident, but it worked its way into the top news story on websites and television.

The Chicago Tribune posted a video of the plane sitting at the end of runway, its nose pointing at a White Castle drive-thru restaurant across the street.

Almost immediately following today’s report, Southwest put out a statement confirming that the plane slid off the end of the runway and none of the passengers were injured. The airline pointed out that there were reports of heavy rain in the area at the time the aircraft landed.

Southwest’s statement on the incident was posted on its Facebook page shortly after it occurred, and it drew a whopping 128 “likes” and 170 comments. Most backed up the airlines and lay the blame on Midway and the weather.

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